the “dopamine parties” where matcha is drunk, poke is eaten and alcohol is prohibited
A nightclub, during the day, without alcohol, full. It’s the kind of image that until recently would have seemed extraordinary. However, the fact that more and more city life includes healthy and alcohol-free options leads to the creation of leisure plans that mimic nighttime ones, but in abstemious mode. A few days ago, in Madrid, one of these plans brought together 700 people. What happened. On Saturday, March 28, 2026, the Fitz Club in Madrid (a space on Princesa Street originally designed to operate from midnight to six in the morning, with an LED dome and all the usual gadgets in nightclubs) opened at eleven in the morning. Inside, 700 people danced without alcohol in a party that ended at four in the afternoon. The event was covered by international media, but it is not something we invented here. Whose idea was it? The party was organized by Revel, a community founded by Rafael Aguayo that started as a runners’ club and evolved into something more difficult to classify. Your Instagram profile defines it as “the purpose driven movement”: real dopamine experiences with unprocessed food, electronic music, ice baths and promoting social contact. This recent Revel Party, with admission at 15 euros, included a prior running session, DJs, healthy food and a tattoo corner. And without a bar, of course, comparable to coffee party phenomenon or the daytime ravesbut with more sweat. The London precedent. Morning Gloryville was born in London in 2013 as a morning rave for those who wanted to start the day with energy and who would soon expanded to New York, Paris, San Francisco, Tokyo, Sydney and Montreal before arriving in Spain. In Seoul, the matcha raves They start at seven in the morning with tickets of about 14 dollars in exchange for a party without alcohol and caffeine, among many other variants. For example, in Paris, the collective Bakery Session has been filling bakeries with DJs and croissants for years. In the United Kingdom, the historic Ministry of Sound announced its first series of raves alcohol-free daytime in 2025. Increasingly. What has changed in the last two years is that these parties are becoming more frequent. Events accompanied by low or no alcohol They grew globally by 73% between January and September 2023 compared to the same period in 2022. Alcohol-free clubbing is definitely on the rise. Spain drinks, Spain takes drugs. Spain’s relationship with alcohol has functioned for decades as part of the basic social fabric. However, there are statistics that are beginning to change: 53% of young people between 18 and 30 years old recognize have reduced consumption. The Ministry of Agriculture registers a sustained decline in sales of spirits. Being teetotal is fashionable. Because the change is not only in volume, but in identity. Generation Z is incorporating sobriety into its public image in a way that previous generations have rarely known. On Tinder, the trend of not drinking on first dates gains weight among the youngest. More Revel. The dominant age group at Revel events ranges from 24 to 32 yearsin line with this generational change. Admission to the Revel Party x Fitz cost 15 euros. For a party that does not bill at the bar, the business model relies entirely on the entrance and the community image, which raises a question with no easy answer: to what extent can this format grow without becoming an aspirational event. In Xataka | The end of the open bar: how weddings are leaving behind their only ‘collective consolation’
